Comunicação, consumo e trabalho feminino: narrativas de consultoras no projeto memória das comunidades Natura

• Autor(a) principal: Dantas, Sílvia Góis
• Data de Publicação: 2012
• Tipo de documento: Dissertação
• Idioma: por
• Título da fonte: Biblioteca Digital de Teses e Dissertações da ESPM
• Texto Completo: http://tede2.espm.br/handle/tede/222
• topic: comunicação e consumo; comunicação e trabalho; mulher; narrativas; museu da pessoa; communication and consumption; communication and work; woman; narratives; Museum of the Person; CIENCIAS SOCIAIS APLICADAS::COMUNICACAO

The subject matter of this research is the relationship between the axes of work, communication and consumption, by using as a study object the narratives of the Natura consultants from the Memory Project of the Natura Communities of Museum of the Person portal. Located in a virtual museum, which collects life stories, Natura’s strategy represents a change in the traditional organizational pattern by creating a scenario of apparent protagonism of the subjects and their narratives, which become co-responsible for the construction of the brand image. Mobilizing the spheres of memory, female subjectivity, consumption and identity and taking as a basis work activity, the project seeks to attribute values and meanings to the corporation. From a qualitative approach supported by the French School of Discourse Analysis, we analyze the orchestration of voices in the accounts. In despite of the name “life stories”, they correspond to a publicization strategy, in so far as the consultants present the corporation’s values in their discourse and enhance the transformation role provided by the company, which is also confirmed when we notice the change of ethos when they refer to the corporation. We also observed that the presented testimonies correspond to narratives-pattern that prescribe working behaviors and practices in order to get success based on the attitude and the cult of performance.